It started with one ASMR reel on TikTok in which a food influencer is munching on a treat, that gained global popularity overnight. The treat dubbed as ‘Viral Dubai Chocolate’ or ‘Viral Golden Chocolate’ soon became a trend, flooding social media feeds with content creators, influencers, foodies, and tourists getting their hands on this luxury dessert and sharing their reviews. It turned into a ‘must-try’ confectionery for foodies and sweet tooths. But what is so special about this chocolate? How is it different from other chocolates?
Embed from Getty ImagesWhat is the Viral Dubai Chocolate and Who is the Mastermind Behind It?
The chocolate hails from a local shop based in Dubai called ‘Fix’ (an acronym for Freaking Incredible eXperience). The shop is founded by British Egyptian chocolatier Sarah Hamouda inspired by her sweet cravings during pregnancy. Unlike other chocolate bars, this golden treat under the name ‘Can’t Get Knafeh of It’ has a Middle Eastern Mediterranean twist to it. The handcrafted Dubai chocolate is encased in a luxurious shimmery deep gold-hued or rose-coloured foil and a paper sleeve with the unique illustration of its logo and kunafeh on it, making it an Instagram worthy post. However, it is the inside of the chocolate that is making everyone gaga over it. The viral chocolate is stuffed with a thick filling of finely shredded and toasted filo pastry known as Kataifi (a delicacy in Mediterranean and Middle Eastern countries) mixed with Tahini (sesame seed paste) and crunchy pistachio spread. It is covered in a layer of rich milk chocolate with edible orange and green marks splattered on the surface. The filling is the secret behind the brand’s success. No wonder it’s tempting people to try it.
Dubai Chocolate Bar Ingredients
The main ingredients used in Dubai Chocolate bar are:
- Kataifi
- Pistachio Cream
- Tahini
- Milk Chocolate
- Butter and
- Green and Orange Food Colour
Rise from local delicacy to global sensation
Since the luxury chocolate came into the spotlight, the company has soared, from selling a few bars to 500 orders daily. There is a huge demand for this decadent delicacy that other countries have started selling it at marked-up prices. For instance, the SGFR (an international snack and candy store in Singapore), Bombay Choc n Nuts (a nuts and chocolate shop in Pakistan), and Nut Factory and Chocolate House (a candy and nuts outlet in the USA) are selling the viral chocolate at retail prices on their website. The exclusivity of the Dubai viral chocolate has led to chefs, chocolatiers, and food influencers recreating the recipe. Even candy shops, cafes and sites like Amazon, eBay, and Etsy are selling replicated versions of the bar around the world. Currently, the original Dubai chocolate bar is only available to the locals, but the company has plans to expand beyond the UAE market.
The Golden Chocolate: An Embodiment of Dubai’s Multiculturism
Dubai is well-known for its viral food culture, from snacks to main courses to desserts, all trends on social media. It is not only the taste but also the innovative nature, use of premium ingredients and luxurious presentation that brings people from around the world to indulge in the decadent delicacies that Dubai offers. Like other chocolate varieties such as Camel milk chocolate, chocolate-filled dates, and cardamom and saffron-filled chocolate, the pistachio kunafeh chocolate has also found its way into the Dubai food speciality directory. It serves as more than just a dessert; it is the fusion of modern (rich milk chocolate) and Middle Eastern-Mediterranean flavours (Knafeh pastry, Tahini, and pistachio cream). It represents Dubai’s openness to multiculturalism. A perfect example of preserving the Middle Eastern roots and embracing modernity, inviting both local and international visitors to try the luxury treat.
Can’t Find it, No Problem: DIY Dubai Viral Chocolate
If you cannot get your hands on this chocolate, then you can make it at home. Several chefs and food creators have recreated the recipe and shared the tutorials on social media. If you like the taste of Tahini, you can check out the recipes from Dina and Saloni Kukreja otherwise, you can skip it and try out recipes of Yumna Jawad, Neha Deepak Shah, and Food Fusion.
Conclusion
The trending on social media platforms through hashtags, taste tests, unboxing, food blogs, the unique taste, the luxurious packaging, and the exclusivity all contributed to the viral success, making it “Dubai’s famous golden chocolate”.
